Steps to Follow When Carrying Out an Opinion Research

How likely would your Antares customers recommend you over one of your competitors? How likely are they to stay with you in the future? To find out all this you will need to carry out an opinion research, which will involve the following steps.

Step 1: Identify objective of research

Failure to define clear objectives for your research is often the key reason why a research project does not live up to its strategic potential.

The first question is: What is the business objective behind the research?

Research should always be designed to meet a clearly defined and agreed upon business objective. If you can’t answer questions any questions that will meet your Antares business objectives, then that will mean that you are not ready to launch a research project. Setting a clear objective ensures that each step of the process ties back to fulfilling these objectives.

Step 2: Define your audience

Customer research is only good as the people giving you their input. Defining the appropriate research participants is a critical step in making sure that the results represent the opinions and behaviors of the people you want to impact. You will need to know whether they are current customers or potential customers of your Antares operations. It is important that you know who the target audience to be surveyed is.

Step 3: What do you want them to do?

Defining what action you want customers to take is critical to designing the types of questions that they should be asked. The questions that you need to focus on the areas where you have questions about you’re your Antares operations. This can be attitudinal-what do customers think about your business. Sometimes this is behavioral-getting customers to take a desired action like purchasing more of your products.

Effective research for your Antares operations needs to clearly define in what context a respondent should be participating in the research to make sure that the feedback is in line with the business objectives you have outlined.

Once you have made the commitment to conduct a survey and have a clearly defined set of answers to your questions, then it means that it is time to settle on an approach.